In this blog post, I will publish the first part of my previous research: Advertising Translation. I always believed that MNCs should work with translators while adapting some other ads, produced in another country. I will publish my work part by part. What do you think about advertising translation?
With the improvements in technology, the trade policies of governments and global market competition, a number of multinational corporations (MNCs) have turned to international advertising. As the name implies, international advertising is the conveyance of a same advertising message to different countries. International advertising is the core of global marketing. The most debated question in international advertising is how to transfer the same message across cultures. The role of language and translation is of vital importance while transferring an advertising message across countries. Perceived as finding the equivalences of every single word between two different languages, the translation process is too often ignored in a multi-cultural business context. As a result, the managers of MNCs employ wrong advertising strategies by thinking only in business terms. However, each target culture should be treated individually. With the purpose of creating the intended effect, advertising translation is supposed to be based on adapting every single element of the campaign. In this paper, three different ways of transferring the advertising message will be examined within the domain of the translational studies. The first approach employed by managers is globalization. This approach ignores all the cultural and economical differences between countries. On the other hand, the standardization approach supports the translation of certain aspects of advertising campaigns. Adaptation is the final solution to those differences between countries because this approach defends the necessity of creating a culture-specific message in each country.
Müge YILDIRIM, Bogazici University- Translation and Interpreting Studies, Spring 2010.
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